Making Experience Matter

Expology recently visited Ajax Experience, one of the latest tourist attractions in Amsterdam. Ajax Experience is located in the heart of the Dutch capital, the hometown of one of the world’s most celebrated football clubs: AFC Ajax. The Ajax Experience exhibition has been addressed not only to the older visitors, who remember the club’s glory, but also to younger ones, who will be able to feel the atmosphere of the club and test their own football skills in the different parts of the exhibition.

We were interested in the digital floors where parts of the Ajax-philosophy are put on show. An English youth football club visited the centre that day, and they eagerly tested their football control and competed against each other with the results shown on screens. This gives action to the visit. To give other perspectives you can also enjoy the historical Ajax-moments on video or take a master class in tactics.

Another great experience is the speech of the coach Frank de Boer to his team encouraging them to win the European Cup Final. The coach digitally walks in to the dressing room and starts talking to the audience. Ajax Experience is an entertaining and pedagogic experience-centre within the field of sports.